Date

12-2013

Degree Name

BS in Recreation, Parks, and Tourism Administration

Department

Recreation, Parks, and Tourism Administration Department

Advisor(s)

Brian Greenwood

Abstract

In recent years, marketing efforts have shifted from traditional marketing strategies toward experiential marketing in order to ensure that consumers become emotionally attached to a brand. Experiential marketing strategies help companies create relationships with consumers and engage them through unique and memorable experiences. The purpose of this study was to examine the use of experiential marketing in three popular beverage companies. The research for this study was conducted using a best practices matrix created by the researcher, which examined experiential marketing strategies for selected popular beverage companies in the soft drink industry. The results of this study indicate that each of the three selected beverage companies utilize multiple experiential marketing strategies. The most significant experiential marketing strategies used were social media outlets, event marketing, and sponsorships. Through the use of experiential marketing, beverage companies are able to gain brand loyalty and product knowledge while generating growth for their brands.

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